Is It A Fast Fashion Game For All The People To Rob UNIQLO?

This nationwide panic has been caught off guard. Yes, it's the joint name, and it's a UNIQLO * KAWS joint T - shirt.

A T-shirt worth 59 yuan is not unusual, but because of the trend of IP, the basic T-shirt instantly premium. It is no longer a cheap native mother. It is no longer the favorite of slums girls. A large number of celebrities are "taking goods" with each other, making this joint single item a snapping object. With the explosion of the trend, consumption is no longer a simple act of buying or selling, but also a cultural act and a fashion symbol.

Those who fight to buy can not really agree with the specific ideas, aesthetic values and values conveyed by IP itself, but they believe that this T-shirt has the soul compared to the ordinary T-shirt. To some extent, this pursuit of abstract soul enriches their buying behavior and promotes the traditional desire to buy. Consumers believe that this is not a T-shirt worth only 59 yuan.

The trend logic is often impenetrable, which contains the misunderstanding of outsiders and the obsession of insiders. From that time on, it is hard to say that the KAWS doll becomes the standard of the tidal current circle. It may start from the beginning of "00 after" Ouyang and Nana take it as a daily single product. It may also start from the collection of celebrities in the entertainment circle, the male KAWS Doll Collection. But gradually, this highly recognized doll climbed onto the tidal current circle and despised the top of the chain, becoming a symbol of the economic strength in the tidal current circle.

Over the years, KAWS has carried out cross-border cooperation with various brands such as Undercover, Nike, Comme des Garcons and so on. Two years ago, KAWS * Air Jordan 4 joint venture was reportedly sold to 10000 yuan in the secondary market. Limited quantity and high price make KAWS's doll small but never lack of strong buyers. In other words, this is the pronoun of the superiority of the fixed circle.

Ordinary players are also unwilling to be outdone. Consumers in the market are often an interesting paradox. On the one hand, senior players are obsessed with things that are scarce and expensive. On the other hand, there are ordinary players who rush to catch up under the guidance of herd mentality. The trend IP is popular, the price is not popular with the people, the marketing limit is full of gimmicks, so that the KAWS series T-shirt of UNIQLO goes smoothly, resulting in a wave of buying in the wind. Finally, those incredible scenes.

As a popular clothing brand, UNIQLO's products do not have many fancy designs and complicated processes. But along with the young people's mind, stroking the footsteps of modern people, they have always insisted on subtraction in the production of goods, adding additions to the design concept, thus creating a simple concept of T-shirt "not simple". This kind of thinking coincides with the trend of consumerism. Urban people advocate minimalism and persist in the complex state of mind that distinguishes identity from people.

In recent years, some of the fast fashion has not been able to move. The trend of the market, the overseas market of UNIQLO is getting better. The market gave good feedback to UNIQLO. In the 2018 fiscal year, the total revenue of UNIQLO overseas market surpassed the Japanese market for the first time, and the year-on-year revenue increased by 26.6% year-on-year.

It is expected that failure will not happen. Under the upgrading of consumption, the demand of consumers is also upgrading. Fast fashion brands are tolerant of people's stature and economic strength, and consumers' requirements for their products are more and more stringent. UNIQLO is not necessarily a chess game for every fast fashion brand, but at least in one direction, UNIQLO KAWS, who is snapped up, tries to tell every buyer, "I am not just a T-shirt". Author: Tao Feng